exhibitor express

FREE Trade Show Training newsletter - helping exhibitors gain more leads & orders from trade exhibitions

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Contents:

Cant set exhibition budgets, without setting goals

Exhibition audits

Brilliant idea for a give-away

DIY stand staff training

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Cant set budgets, without setting goals to keep exhibitors, show managers must work with them to help them define their trade show objectives. Are they at shows to open new accounts, for straight sales, or to introduce new products?

For example, gift shows offer exhibitors an audience of retailers in a way that exhibitors can't find anywhere else. Plus, it's easy to measure success. Once exhibitors decide what sales goals they want to meet or exceed, or how many new prospects they'd like to encounter, they can easily determine whether or not the show met their goals. The problem is that many exhibitors don't know what their goals are in advance, and may not know if they met their objectives. Show management, by working one-on-one with exhibitors and helping them define realistic goals, can use that measure to demonstrate success after the show and retain those exhibitors.

Article by Gary Tufel in September 2003 issue of 'Trade Show Ideas'

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Trade Show Exhibitors Association USA supports the idea of exhibition audits (third-party verification of attendance). They state 'Exhibition audits have been endorsed by the International Association for Exhibition Management (IAEM) which represents show organisers. Regrettably, however, very few shows have initiated audits, citing a lack of demand from the exhibiting community. We believe that this view must change. Exhibitors need reliable data to make sound business decisions. You need reliable data. We are asking the exhibiting community, to learn more about the value of audits, to let the shows in which you exhibit know that you support audits and to encourage them to conduct an exhibition audit'

It's great to see that South Africa has set an International benchmark with all leading exhibition organisers, that are members of EXSA Exhibition Association of Southern Africa, agreeing to have their exhibitions ABC audited.

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Brilliant give-away The world's first disposable/recyclable cell phone is available for $40. About the size of a deck of cards, the Hop-on phone includes 60 minutes of pre-paid connect time. When the time is up, you can buy additional minutes, return it for a $5 rebate, or simply toss it. Info: www.hop-on.com

What a great idea - we need it in South Africa!

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'Do it yourself' stand staff training - like professional athletes, your stand staff needs solid preparation before setting foot on the trade show floor. Whether you hire an outside pro, or do it yourself, a pre-show briefing is that vital first-step towards success. The key points of a pre-show briefing are:

1. provide a thorough update on all products featured on the stand, including sample questions and answers

2. review all recent customer service initiatives, particularly if there have been problems. Include tips on how to deal effectively with customers.

3. Walk everyone through the stand, pointing out its features, making them comfortable in their unique workplace

4. Orient the staff to the exhibition facility, pointing out all the amenities

5. Prepare a staffing schedule, with breaks every 4 hours.

6. Work with staff to hone their people skills for working on the stand

7. Motivate staff with contests, rewards, etc.

Article by Barry Siskind, writing in Cintermex Magazine, Spring 2003

'How to be a successful exhibitionist' - useful pocket-sized booklet for South African exhibitors, that immediately improves the return on your exhibition investment, which means more leads, orders and new business, the next time you exhibit.. Price R79.00 including local postage.

The purpose of this newsletter is to help you achieve maximum results from trade exhibitions. There will be regular free tips and advice that will pep up your performance and help you gain the best return on your exhibition investment. If you have specific questions on exhibiting, please e-mail them to: joy@donovan.co.za or phone 011-792-9958. More free help and advice is available at www.exhibitor.co.za Please feel free to pass this newsletter onto friends and colleagues, who can arrange their own free subscription at joy@donovan.co.za

The workshops and this e-mail are presented by Joy Donovan M.D. of South Africa’s first Trade Show Training company. Joy’s 30 + years in the exhibition industry, mainly as an exhition organiser, well equipped her to identify the need in the exhibition market and produce training that significantly improves exhibitor's results. Joy is also driving the exhibition industry's skills development initiative, producing qualifications for every sector from organisers to exhibitors. If you require information on in-house exhibitor training, coaching or mentoring, please e-mail joy@donovan.co.za phone 011-792-9958 fax 011-792-7597.